The rebranding of Schwan's to Yelloh highlights the dangers brands face when they abandon established identities in attempts to adapt to shifting consumer preferences.
Yelloh couldn’t gain traction in a quickly evolving market and announced its closure due to changing consumer habits and supply chain struggles, highlighting rebranding risks.
Carolina Badaró noted the rebrand was meant to reflect the optimism and warmth of the company’s heritage, but essential brand elements were lost.
Loss of brand equity can be detrimental; established brands shouldn't overlook the value of their heritage when attempting to modernize and reach new customers.
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